Content is the King. Even more, since the world wide web has developed, it has become an opportunity for everyone to express themselves, and so all the businesses and content leaders are starting to compete for a better positioning on the browsers.
Brands have moved from paying for advertisement on the media, to be able to get published by them without the need to allocate a budget. On the other hand, digital platforms are giving free access to anyone. Very important too, the storytelling discovered as a new and more natural way to engage better with their audience. And, lately, the audio-visuals turned into the most consumed kind of content by the users since 2014. Finally, the expansion of Search Engine Optimisation strategies, where having content is the key to be able to use this Marketing technique.
There’s so much content available on the web that there’ve born new professions in the digital Marketing sector such as content curator.
With this scenario, any Brand must implement a strategy considering the production of own content to share in the different platforms and channels available (this doesn’t mean it has to be corporate!! Read more about Permission Marketing here).
When we talk about content, we will be considering news distributed to the media, the audio-visuals, posts in social media or on the website, blogs articles; material production, such as flyers, guides, official reports or study cases.
Advertising is content too, but including it in the whole content strategy makes it more effective as the traditional and empty advertisement. In fact, if we advertise without a content strategy behind, is a complete loss of money!
We can do advertisement in heaps of different formats too: outdoor, radio, press, SEM or other digital formats.
The most significant example of delivering content marketing is the gastronomic magazine we created for the client Andorra Park Hotel . This content strategy widely benefit them.
As well, some of the blog articles I wrote for the gastronomic blog section of the digital newspaper Ara.ad (click on image to read the original):